Keep a Friend Warm

This winter campaign is a collaboration between the Femman department store and Stadsmissionen, a charity for the homeless, both in Gothenburg, Sweden. The ” Keep a Friend Warm” campaign urges Gothenburgers to leave their unwanted winter clothes at a temporary counter in the Femman entrance hall. The clothes are then redistributed by Stadsmissionen among the freezing homeless of the city. The campaign consists of print ads, billboards and guerilla activities (free winter clothes were hung on billboards). It follows the basic long-term concept of Femman’s marketing: the use of the store’s employees as models. This time, the model was Patrick Ocampo from the MQ shop in Femman.